Many New York City retailers are finding that translating success from their brick and mortar to their online stores, or vis versa, is not as easy as it seems. NY1’s Annika Pergament spoke with some local CEOs that have figured out how to make both sides of their business flourish.

“We have about $20,000 visitors a day,” said Girlshop CEO Laura Eisman of the internet site www.girlshop.com.

Eisman launched the site nine years ago, and only recently opened her first store in the Meatpacking District.

"Sometimes the internet is a better sell, especially when you can demonstrate a few ways to wear it, where it might not have hanger appeal,” explained Eisman. “The other way is where you might just need to see it in person, and online it's just not going to sell."

After interacting with her customers face-to-face, Eisman discovered her boutique shoppers and her online devotees are very different people.

At Intermix, there was a similar conclusion but through a different approach.

After opening 15 boutiques in 11 different cities, CEO Khajak Keledjian launched www.intermixonline.com.

"When we purchase in the store, it's for a specific product for a specific market,” said Keledjian. “When they are coming in on the website, you never know which state, where they are coming from."

Brandkeys founder, Robert Passikoff says identifying a unique customer base is exactly what retailers need to do to be successful in either a virtual or physical store. As such, many retail websites have become communities for their users.

"You can't just look at a website as an electronic cash register, neither can you look at a bricks and mortar store as a warehouse for things people can come and look at,” said Passikoff. “The larger percentage of people is going to have different perceptions and different needs. If you are not going to market to them differently, you'll create a dissonant message."

Both Keledjian and Eisman say they have catered to their different customers by offering exclusive products either at their website, or boutiques.

"You have to rely on marketing and public relations, and then you have to back it up with great products, and a great brand, and a great concept," added Eisman.

Something that holds true from both "the click" and "the brick" side of the business world.

-Annika Pergament